Cycling boosts caffeine shampoo
Sponsoring an international cycling team has helped dramatically boost the global sales of Alpecin caffeine shampoo, which recorded growth of 63% in South Africa last year.
German-based Alpecin is selling more of its follicle-stimulating shampoo than ever before, CEO Eduard Dörrenberg told Marketing Magazine of Australia. He said it was a “brave” decision to sponsor international cycling outfit, Team Giant-Alpecin, currently ranked 11th by the International Cycling Union (UCI).
Dörrenberg is the great grandson of Dr Wolff, the company which owns Alpecin and Plantur 39, ground-breaking caffeine-based shampoos scientifically shown to help counter hair loss in men and women respectively.
The 111-year-old family-run shampoo manufacturer had sales of €243m in 2014, an increase of 18 percent year-on-year. In SA, the shampoo was “re-launched” in early 2013, notching up average annual growth since then of 64%. A survey of 600 respondents has shown that 40% of SA men between 20 and 65 have experienced hair loss.
Dörrenberg said sponsoring a professional cycling team was the “perfect fit” for Alpecin which had been sponsoring cycling in Germany for 60 years before becoming co-sponsor of Team Giant-Alpecin in 2015.
“Cycling is a global sport…we were convinced that cycling…is the new golf. You can see a clear global trend, specifically in developed countries, where people between 25 and 45 prefer to cycle instead of playing golf…I think the whole fitness idea, the whole idea of health and being self-responsible fits perfectly with our encouraging men to take Alpecin early enough not to lose their hair or to lose much less than they would otherwise.”
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